Reading on the 4th Week
The chapter revolves around ethics. Although Seib & Fitzpatrick (1995) give a list of 10 qualities of being ethical, that is Honesty, Integrity, Keeping promises, Fidelity, Fairness, Caring and Respect for others, Responsible citizenship, pursuit of Excellence and Accountability, it does not mean that an action/ decision can be justified as ethics.
Many time, PR practitioners are torn between business ethics and professionlism; social responsibility and organisation's decision. Therefore, even with the present of guidelines on ethnic, one must draw upon their experience and values to assess whether the act/ campaign can be considered as ethnical. Ultimately, Ethics is very subjective consideration, which may varies from individuals, that cannot be calculated in numeric values.
About Me
- Kenneth
- The reason [D]eath sticks so closely to [L]ife isnt biological necessity - it's [E]nvy. [L]ife is so beautiful that [D]eath has fallen in love with it, a jealous, posseive love that grads what it can...
Yes, PR practitioners are torn between business ethics and professionalism and I agree that issue about ethics is very subjective. However, I personally feel that it is good that we are being exposed to this issue as we learn about Public Relations because as we have a deeper understanding about it, we tend think deeper into it and this somehow makes us more prepared when it comes to facing it in the near future.
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